Using digital marketing to reduce market frictions and spur MSEs growth: A RCT in Egypt
Last registered on February 09, 2020

Pre-Trial

Trial Information
General Information
Title
Using digital marketing to reduce market frictions and spur MSEs growth: A RCT in Egypt
RCT ID
AEARCTR-0005283
Initial registration date
January 09, 2020
Last updated
February 09, 2020 7:36 PM EST
Location(s)

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Primary Investigator
Affiliation
University of Illinois - Urbana Champaign
Other Primary Investigator(s)
PI Affiliation
World Bank
PI Affiliation
World Bank
Additional Trial Information
Status
In development
Start date
2020-01-22
End date
2021-12-31
Secondary IDs
Abstract
The main problem we are trying to address is why more firms do not expand their markets by using the new technology of digital advertising. Digital technology enables firms to overcome information and other frictions that prevent firms and customers connecting across space. However, firms may not adopt this new technology because they lack the knowledge of how to do so, or are uncertain of the returns and consider it risky. We aim to identify which firms can benefit from engaging with and advertising on digital advertising platforms, to explore the reasons why they may not already be doing so, and to test whether input-based versus results-based approaches are most cost-effective for policy.
External Link(s)
Registration Citation
Citation
McKenzie, David, Adam Osman and Aminur Rahman. 2020. "Using digital marketing to reduce market frictions and spur MSEs growth: A RCT in Egypt." AEA RCT Registry. February 09. https://doi.org/10.1257/rct.5283-2.0.
Sponsors & Partners

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Experimental Details
Interventions
Intervention(s)
Firms will be offered a mixture of information, training and assistance, and take-up incentives to encourage their take-up and usage of the new technology of digital marketing.
Intervention Start Date
2020-02-01
Intervention End Date
2020-10-01
Primary Outcomes
Primary Outcomes (end points)
We are interested in primary outcomes in two key domains:
Domain 1: Take-up and Usage of Digital Marketing Technology.
This will be measured by:
1. Percentage of firms with a Facebook page for the firm
2. Percentage of firms that have done paid advertising on Facebook in the last three months.

Domain 2: Firm performance
This will be measured by:
1. Sales made to new customers who have heard of firm through digital marketing efforts
2. Sales
3. Profits
Primary Outcomes (explanation)
These primary outcomes will be refined prior to collection of our first follow-up data, and will be explained in the pre-analysis plan
Secondary Outcomes
Secondary Outcomes (end points)
To be defined in pre-analysis plan
Secondary Outcomes (explanation)
Experimental Design
Experimental Design
Firms will be in one of four arms:

(1) Digital Marketing Training + Advertising Subsidy + Business Support
(2) Pay for Performance (Digital Marketing Presence and Advertising)
(3) Information Only
(4) Control
Experimental Design Details
Not available
Randomization Method
Randomization done in office by a computer
Randomization Unit
Individual
Was the treatment clustered?
No
Experiment Characteristics
Sample size: planned number of clusters
2550 firms
Sample size: planned number of observations
2550 small firms
Sample size (or number of clusters) by treatment arms
850 in training & subsidy, 850 in pay for performance, 300 in information, 550 in pure control
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB
INSTITUTIONAL REVIEW BOARDS (IRBs)
IRB Name
UIUC
IRB Approval Date
2020-01-08
IRB Approval Number
N/A
Analysis Plan

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